Sustained Success - Products

Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.

2021 SILVER

Ariel - Sustained Success

We believe our marketing and communication efforts reflect a strong case of driving consumer belief through the power of DEMONSTRATION (seeing is believing) – brought to life across marketing levers. In a world where marketing is driven by claims, we were effective in consumers’ trust by not only claiming superiority but providing clear proofs, helping us gain ownership of the most important driver in the detergent category; stain removal. We were thus able to drive sustained growth in terms of share, volume, and brand equity over the 3 year period.

Brand: Ariel
Client: P&G
Agency: Adcom
Language: English

2021 SILVER

Stealing Softness: How a kleptomaniac koala stole share in a stagnating category

We were a tiny 5 year old brand squaring up to a 75 year old behemoth in a low interest category that was becoming increasingly commoditised.
And shoppers thought we were a "passive" copy of the much-loved brand leader - when they thought of us at all.
But we beat those odds by putting good, old-fashioned, best practice marketing principles front and centre: creating distinctive assets, investing in brand-building channels, and staying rigorously single-minded... allowing us to beat the competition at their own game.
Our approach drove market-beating growth and booming brand metrics for five years straight.

Brand: Cushelle
Client: Essity UK Ltd
Agency: Publicis•Poke
Language: English

2021 BRONZE

Calcium Awareness Campaign

In a society where health issues are at a backburner, especially among women, CaC-1000 PLUS as a responsible market leader took on a challenge to create behavior change linked to the wellbeing. Our aim was to make Pakistani women aware and act by consuming Calcium regularly, resulting in strong bones and a better quality of life. Whereas such macro societal level changes take decades, we managed to increase regular Calcium intake and reduce Calcium deficiency among Pakistani women while spearheading the category and our brand to an unprecedented growth trajectory.

Brand: CaC-1000 PLUS
Client: GSK Consumer Healthcare Pakistan Ltd.
Agency: Adcom
Language: English

FINALISTS

Jif That Jif'ing Good

Hellmann's Hellmann's Super Bowl 3 Year Campaign

ARM & HAMMER POWERING THE NEXT 177 YEARS OF GROWTH BY CLOSING THE HOME CONFIDENCE GAP